What we can learn from Coca-Cola and how we can apply it to the property industry

One of the most valuable, most successful and most recognisable brands worldwide is Coca-Cola. And we have all wondered, at least once, what makes Coca-Cola a global marketing phenomenon.

Coca-Cola has been the leader in product sales, marketing, and brand strategy for over 100 years. And here at Angels Media, we are determined to unlock the keys to the iconic company’s success and how we can apply these strategies and principles to the property industry.

Introduction to Coca-Cola’s marketing strategy

Coca-Cola has been around for around 125 years. It’s made a name for itself as a brand that connects with its customers on an emotional level. They’ve always based their marketing and advertising campaigns on emotional aspects such as human connections, the importance of sharing and staying true and loyal to simple principles.

Coca-Cola’s marketing strategy is all about creating a brand experience by using creative adverts and a timeless marketing approach while holding a strong brand identity. All the campaigns have always been designed to create an emotional connection with their customers, which can be achieved through emotional marketing. This emotional connection is what sets Coca-Cola apart from its competitors.

1. Simplicity: A timeless and fundamental idea

Coca-Cola has never strayed from its timeless and fundamental ideals and has always consistently communicated one strong and compelling message: pleasure. Simple slogans such as “Enjoy”, “Share” and “Happiness” never go out of style and translate easily across the globe.

The property industry, both for agents and suppliers, is an industry associated with a series of crucial and life-changing aspects in many people’s lives, such as buying a house, settling down in a safe and cosy home, starting a family and seeing it grow over the years. By finding the way to put these events and the values they represent at the heart of your marketing campaigns, you’ll reach the heart of your clients, too.

2. Strong brand identity

Coca-Cola’s marketing strategy is focused on building a strong brand identity. They have a unique logo and colour scheme that is instantly recognizable. This consistency in their branding has helped them to build a strong brand identity. But Coca-Cola’s brand identity is not just limited to this, but it’s also reflected in their marketing campaigns and the way they interact with their customers.

Keeping a clear and consistent brand identity, including corporate values, and using your brand assets in your office, business cards, merchandising, social media and digital channels (your website and emails), etc, can enhance your brand recognition. This, in turn, can boost your lead generation and sales, leading to an increased clientele for suppliers and more opportunities with vendors and landlords for agents.

3. Conversations have gone social

Coca-Cola has also been able to leverage social media to their advantage and they have a strong and active presence on social media platforms, especially visual ones, like Instagram or TikTok. Coca-Cola uses these platforms to connect with their customers and create a sense of community around their brand. They also use social media to get feedback from their customers. Their marketing strategy is very focused on human connections and their campaigns are designed to create a sense of community around their brand. They want their customers to feel like they are part of something bigger than themselves.

If your business is still out of social media, it’s as if it didn’t exist. If you haven’t got the capacity to do it yourself, find a professional to help you manage this and showcase all your products, services, listed properties, and potential – we can certainly help with this! -. The property industry is a very visual one, video marketing and visual content will boost your brand awareness and will help you get more prospects, as well as building a strong online community to share experiences and insights. You can read more about how to build a strong online community within the property industry here.

Also, your potential clients are likely to be active social media users. Social Media can be a very effective channel for them to contact you or give you any interesting feedback.

4. Selling the experience

For Coca-Cola, it’s not about selling their products. It is about selling the experience and the lifestyle that is associated with the brand. Coca-Cola’s marketing campaigns are designed to make their customers feel a certain way. They want their customers to associate their brand with happiness, joy and sharing. Coca-Cola gets its customers to mentally connect with their products through laughter and happiness, so they’ll be more likely to buy it, as consuming brings back positive feelings and memories.

If you’re an agent, you know that the process of buying a house or renting a place can be very stressful. If you’re a supplier, you know that providing agents with the tools they need to thrive and grow their business in these challenging times, can be tough. Any experience, tool, process, or customer service strategy that can make your clients’ lives and work easier, will add massive value to your product or service. Focus your campaigns on the benefits your clients will get if they buy from you: More time for themselves and their families? Less stress and more peace of mind by automating some processes? Going paperless so important documents don’t get lost? Can you speed up conveyancing? Sell the experience, sell the benefit and the positive feelings and outcomes that this experience will generate.

5. Sponsorships

Coca-Cola’s marketing strategy is to be one of the most recognized sponsor brands. Its long sponsorship history includes some significant players, including the Olympic Games, and other events with global reach.

We know that you are probably not a global company, but that’s a good thing, as arranging sponsorships with local/regional/national events or charity actions will be definitely easier. Sponsorships can bring lots of value to your brand, whether they’re financial sponsors, in-kind sponsors, media sponsors or promotional partnerships. They’re likely to increase your brand reputation and visibility, build business relationships, can generate new clients or partnerships, and can help you establish your brand as an authority in the industry.

As we can see, some of Coca-Cola’s marketing approach can be applied to the property industry. By focusing on simple and timeless messages and values, building human connections through creative adverts and social media, a strong brand identity, selling user experiences and focusing on emotional marketing, your business and brand can also connect with your current and potential clients on a deeper level and make the difference.

If you’re not sure how to approach your marketing and advertising strategy, we’ll be happy to help! Email us at lee@angelsmedia.co.uk or call us on 020 8663 4989 and we’ll be in touch soon!